Inbound marketing tactics used by savvy e-commerce marketers have picked up the pace in the last year as they compete to attract customers to their site and win that sale.
The ideal e-commerce marketing strategy always includes an outbound and inbound mix, yet now is the time to prioritize inbound marketing strategies in order to boost your ROI in 2022.
What Is Inbound Marketing?
Inbound marketing is a set of marketing strategies and techniques aimed at attracting current and prospective customers and prospects to a business and its products by using relevant content. In other words, it’s a marketing strategy that entices customers by providing valuable content and experiences that are tailored to them.
Outbound marketing, on the other hand, is a traditional method of marketing that aims to obstruct potential customers. It is expensive, and the ROI is much lower than inbound marketing. Trade shows, seminar series, and cold calling are examples of outbound marketing activities.
Importance Of Inbound Marketing For E-commerce Business
Currently, inbound marketing is the only method by which online retailers can engage prospects, current customers, and past customers in a way that scales. The important thing to remember is that inbound marketing isn’t just one tool, tactic, or campaign. It’s a set of ongoing activities that help your company build a scalable revenue engine.
You’re either innovating and reinventing your marketing strategy or falling behind in today’s competitive E-commerce world. This means that outdated marketing practices have no place in today’s market. You’ll need to employ everything from meticulous SEO implementation in your content strategy to web design and other inbound marketing solutions to appeal to the modern consumer.
Steps To Create An Effective E-commerce Inbound Marketing Strategy
Keep in mind that while outbound marketing has its place in some industries, your long-term success in the E-commerce industry will be determined primarily by your ability to attract people to your brand and inspire them to become loyal customers.
The following are the five steps to creating a successful inbound marketing strategy for your online store:
Create A Compelling Brand Identity
Instead of focusing on pushing products or cold-calling people in the hopes of making a quick sale, your brand’s identity should be your main selling point.
Branding and careful brand dissemination across the online and offline worlds should be the foundation of a successful inbound strategy. Pay attention to the following to create a compelling brand identity with soul and substance:
Make a stand for something important. Define a set of values that your customers can relate to on an emotional level to set your brand apart from the competition.
Allow these values to pervade your content and digital marketing efforts.
- Create an eye-catching visual presence. A clean, well-optimized, and unique web design can assist you in establishing a trustworthy image in the eyes of both your customers and search engines.
- Define your brand’s distinct tone of voice to set yourself apart from other online retailers and provide your customer service representatives with a unique way of communicating with your clients.
- Optimizing Sales Cycle For Inbound Marketing
The sales department is frequently thought of solely as an outbound marketing tool, and cold calling was pretty much the only thing sales reps did until a few decades ago. However, today’s sales department has evolved into a lead generation, nurturing, and conversion machine built on the foundation of inbound marketing with a hint of the old outbound strategy.
The best way to optimize your entire sales cycle is to identify the benefits and drawbacks of inbound vs outbound sales and devise a strategy that takes advantage of both approaches’ distinct advantages to increase conversions and productivity.
- Interact With Your Audience On Social Media
Social media is an excellent platform for disseminating your brand’s values, content, and stories and boosting your brand’s online reputation and awareness. Instead of telling people to go check out your latest collection, you should focus on inspiring and providing incentives to them to become your loyal followers and, more importantly, lifetime customers.
Remember that recurring business is one of the keys to long-term e-commerce success, so you want your customers to return regularly. You can quickly improve your CTR and drive traffic to your website by boosting your brand’s reputation on social media using influencer marketing and compelling content.
- Concentrating on Customer-Personal Brand Communication
The modern customer is tired of faceless brands and generic emails that address no one in particular, so Personalization is the name of the game in e-commerce.
Personalization, or a brand’s ability to communicate with its customers and online audience personally, addressing the individual and their unique needs, is one of the cornerstones of inbound marketing. Personalized email content, social media engagement, and research into the specific needs of your audience will go a long way toward improving your brand’s image and driving traffic to your store.
- Keep An Eye On Important KPIs & Make Necessary Adjustments
Finally, if you don’t know how to measure the effectiveness and efficiency of your marketing strategy, you won’t be able to make long-term progress. It’s critical to identify your most important metrics, track them regularly, and generate actionable reports that your marketers can use to fine-tune their strategy and improve on previous results.
Web traffic, funnel metrics and customer lifetime value are a few crucial metrics that marketers should always focus on.
The days of cold-calling and overly sales-y advertisements are long gone. This is the age of inbound marketing, and outbound methods are no longer effective. Therefore, marketers need to be sure to follow the steps mentioned above to implement a winning inbound marketing strategy and pave the way for a prosperous future in the E-commerce world.